How Ridge scaled upsells and refined funnel strategy across five global stores using Aftersell

Ridge started with one goal: help people live more and carry less. Known for its minimalist wallets, Ridge quickly expanded into a full ecosystem of EDC (everyday carry) products – pens, knives, key cases, and even tech accessories.

But as Ridge scaled globally, they hit a friction point.

Checkout infrastructure changes forced Ridge to reassess their entire stack. Shopify was sunsetting Checkout Blocks, and their custom-built solutions didn’t mesh easily with new tools. With five Shopify instances to manage, the team needed modularity, flexibility, and a partner who could move fast.

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Rebuy was on the table, but it couldn’t meet Ridge’s demands:

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• No modularity between cart, checkout, and post-purchase
• Limited compatibility with custom builds
• No white-glove setup support

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"With five stores and a custom stack, we needed tools that didn’t force a full rebuild. Aftersell let us pick and choose exactly what we needed."

Michael De Lia, ex-Ecommerce Lead at Ridge

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Aftersell offered a flexible, collaborative approach that felt tailor-made for Ridge:

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• Modular product offerings meant Ridge could buy only what they needed (checkout + post-purchase)
• Aftersell replicated successful U.S. funnels across all international stores, cutting dev time
• Hands-on support included building and QAing flows for every store instance

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Just as importantly, Aftersell helped Ridge rethink strategy.

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The initial goal was revenue. But after digging into data, Ridge saw that higher post-purchase conversion rates often aligned with higher customer satisfaction. They pivoted.

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Affinity > Revenue.

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One clear example? Offering mismatched water bottles flopped. Swapping them out for matching packing cubes when selling luggage sent conversion soaring.

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• High-conversion upsells synced across five stores
• Reduced engineering workload with Aftersell-managed funnel duplication
• Better customer experience through affinity-based offers
• Built a post-purchase testing ground for exclusive offers

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"Aftersell changed how we think about upsells. It’s not about pushing the most expensive product; it’s about finding what truly adds value to the customer’s purchase."

Michael De Lia, ex-Ecommerce Lead at Ridge

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Ridge didn’t just need a new upsell app. They needed a smarter system that respected their custom stack and international scale.

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Aftersell empowered Ridge to:

• Launch globally with localized funnel variants
• Shift upsell strategy toward long-term customer value
• Scale smarter, with zero code duplication

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"If you’re managing multiple stores or working with a complex stack, I’d recommend Aftersell in a heartbeat. They helped us move fast, stay lean, and test our way to better margins."

Michael De Lia, ex-Ecommerce Lead at Ridge

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Want to scale upsells across custom builds and global stores? Aftersell helped Ridge launch across five markets, rethink their funnel, and scale conversion-focused upsells fast. You could be next.